FedEx is an abbreviation of the company’s original name,
Federal Express, which was chosen to symbolize a
national marketplace and help in obtaining government
contracts. The original Federal Express logo was designed by Richard
Runyon in 1973. It consists of the name ‘Federal Express’ in a diagonal
position with blue and white background. Following the expansion of the
FedEx’s courier business into a company offering overnight courier,
ground, heavy freight, document copying and logistics services, FedEx
logo experienced an innovative change. In 1994, Lindon Leader of Landor
Associates created the new FedEx logo which has become a highly
recognized corporate symbol of FedEx Corporation. Behind the FedEx
logo’s simplicity, lays an arrow located in the negative space between the
‘E’ and ‘X’ pointing rightwards. While the arrow in the FedEx logo
becomes quite obvious when pointed out, it sure is neglected by many.
This arrow in the FedEx logo has been used as a form of subliminal
advertising of the brand, symbolizing forward movement and thinking.
FedEx is an abbreviation of the company’s original name,
Federal Express, which was chosen to symbolize a
national marketplace and help in obtaining government
contracts. The original Federal Express logo was designed by Richard
Runyon in 1973. It consists of the name ‘Federal Express’ in a diagonal
position with blue and white background. Following the expansion of the
FedEx’s courier business into a company offering overnight courier,
ground, heavy freight, document copying and logistics services, FedEx
logo experienced an innovative change. In 1994, Lindon Leader of Landor
Associates created the new FedEx logo which has become a highly
recognized corporate symbol of FedEx Corporation. Behind the FedEx
logo’s simplicity, lays an arrow located in the negative space between the
‘E’ and ‘X’ pointing rightwards. While the arrow in the FedEx logo
becomes quite obvious when pointed out, it sure is neglected by many.
This arrow in the FedEx logo has been used as a form of subliminal
advertising of the brand, symbolizing forward movement and thinking.
